Anna Shaffer is a 10x Certified Salesforce Product Manager at B Atomic, an insurance tech company where she helps shape the future of insurance technology. Beyond her professional role, she is also a co-leader of a Women in Tech Salesforce Community Group, making her a key figure in advocating for women in tech and building a supportive network.
We had the pleasure of speaking with Anna to explore her journey, insights, and the impact she’s making in the Salesforce ecosystem. Her story is one of courage, curiosity, and community—a journey filled with unexpected turns and profound learnings.
Starting Out in Salesforce
Anna’s professional journey began at CVS, America’s leading health solutions company, where she started as a customer service advisor. Even at this early stage, Anna wasn’t one to shy away from opportunities. “I was very brave, and I just kind of raised my hand,” she recalls. When CVS needed a new customer support system, Anna volunteered to explore potential solutions. This bold step led her to discover Salesforce. “I came across Salesforce just accidentally, and I loved what it did,” she shares. “Little did I know that by saying, ‘Hey, I’ll go investigate this,’ I took on the solutioning of bringing that system to the call center.”
For almost a decade, Anna wore many hats at CVS, from advisor to business analyst. These roles allowed her to understand different aspects of the business and ultimately shaped her desire to make a broader impact.
Co-Leading the Women in Tech Group
In addition to her role at B Atomic, Anna is also the co-leader of a Salesforce Women in Tech Community Group. This initiative aims to support, uplift, and empower women in the Salesforce ecosystem through mentorship, resources, and networking opportunities.
She frequently engages in knowledge-sharing by posting tutorials and updates on LinkedIn, further contributing to the learning and growth of the community.
Anna emphasizes how leading this group has not only allowed her to connect with others but also helped her grow personally. “When you’re mentoring others, you often learn a lot about yourself in the process, and I love that,” she says.
Key Skills and Advice for Success
For those curious about beginning a Salesforce career, Anna emphasizes the importance of soft skills, particularly communication and adaptability. “It’s about listening to what your customer or colleague actually needs,” she advised. Anna also highlighted the importance of confidence: “Being confident enough to admit when you don’t have the answer but are willing to figure it out together is key.”
Overcoming Challenges in Her Salesforce Journey
Throughout her Salesforce journey, Anna has encountered her fair share of challenges. One pivotal moment came when she received feedback on her communication style. “I was advised to simplify my explanations because sometimes I got too technical, and it made things difficult for others to grasp,” she admits. Learning to simplify her messaging without losing substance helped her engage more effectively with a diverse audience.
Another challenge was joining B Atomic during the pandemic and transitioning into a new industry. The unfamiliar territory, coupled with imposter syndrome, was intimidating. However, she found tremendous support in her colleagues. “The people in the insurance space were incredibly patient and kind, always willing to educate me and explain concepts,” she recalls. This sense of community reassured her and strengthened her confidence.
Anna’s Life Beyond the 9 to 5
Besides managing projects or leading community groups, Anna enjoys the peace of the outdoors. She loves hiking, e-biking, and gardening, taking joy in watching plants grow from seeds to fruitful harvests. Traveling and exploring new destinations also excites her, as she thrives on discovering unfamiliar places.
When we asked her “If you weren’t a Salesforce product manager, what career path do you think you would have pursued and why?” Anna believes she might have pursued a career in the automotive industry. She has always been fascinated by cars and considered designing or modifying vehicles. “I wanted to modify engines and program the ECU to go faster,” she revealed. Although it remains a hobby, her passion for innovation and problem-solving is evident.
Balancing Work and Life
Work-life balance is a personal journey, and Anna has found what works best for her. She sets clear boundaries and ensures she takes time to recharge. “People often say that if you do what you love, you never work a day in your life. But in reality, you still work. The time just gets spent differently,” she explained.
For Anna, it’s not just about getting the job done; it’s about building relationships with clients. “I’m spending time with the client, but I’m also spending time with somebody that I want to help and enjoy helping. Maybe we’ll have coffee outside of a project and just talk about life,” she shared.
Her key piece of advice? “Take your vacations, take your breaks,” she says firmly. “When I’m out of the office, I need that time to reset, and I expect my boundaries to be respected.”
Conclusion
Anna Shaffer’s journey in the Salesforce ecosystem has been shaped by her willingness to take risks, her commitment to learning, and her passion for community. From her early days at CVS to her current role at B Atomic and co-leading a Women in Tech group, Anna’s experiences highlight the power of taking initiative, building relationships, and embracing growth.
For anyone looking to break into the Salesforce world, Anna’s journey is a reminder that taking initiative, being adaptable, and building genuine connections can lead to a fulfilling and impactful career.
